Over the years, marketing campaigns have evolved from the simple, en masse postal delivery to the more audience-specific electronic system. Regardless of
how your organisation chooses to distribute its marketing campaign, you must ensure that your email marketing campaign complies with the regulations—
the majority of which are enforced by the Information Commissioner’s Office (ICO).
As the owner or manager of an organisation, you are obligated to adhere to several regulations, the two most important being The Data Protection Act 1998 (DPA) and the Privacy and Electronic Communications (EC Directive) Regulations 2003 (PECR).
The DPA is composed of eight principles that outline how members of the community’s personal information—ethnicity, political affiliation, religious beliefs, sexual orientation, etc.—is to be accessed and shared. The PECR explicitly states that it is unlawful to send direct marketing to individuals who have not specifically granted permission. If your organisation fails to comply with these or any other related regulations, you could face fines as well as criminal charges. Establishing the proper framework for your campaign can help your organisation remain compliant.
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